Walkers Crisps: Fine is Flavourless

The challenge:

Encourage 18-30-year-olds in Britain to break the “I’m Fine” autopilot response using British humour and a socially-driven campaign.

The idea:

Remove all Walker’s crisp flavours and replace them with a bland “Just Fine” chip flavour during Mental Health Month. Users can reclaim the full flavour variety by opening up about their feelings on social media using…

#FineIsFlavourless

CW: Michelle Sylvest & Andrew Haneman

AD: Tim Nessel

Case Video

Open Letter

The Just Fine Flavour

Radio Spot

Social Media Interaction

Bringing Back the Flavours

The Walker's brief challenged us to help 18-30 year olds break the "I'm Fine" autopilot using humour. In the month leading up to World Mental Health Day, our #FineIsFlavourless social campaign prompts people to stop saying "I'm Fine" and open up about their real feelings. Until people open up, Walker's is halting production of their creative crisp flavours and selling a bland-new "Just Fine" flavour. In an effort to de-stigmatize conversations around feelings and mental health, people have to use the #FineIsFlavourless to reclaim their favourite flavours.